Abstract
The present study was designed to investigate the effects of vicarious reinforcement on performance and recall of the commodity preference task in preschoolers. One group (D-R) observed the model's responses (demonstration) with reinforcement, while the other group _??_(D-NR) observed them without it. After observation, the subjects were asked to choose the commodity items and to remember the model's items chosen under the non-reinforcement condition. It was found that vicarious reinforcement (the D-R condition) increased modeling performance and that the model's demonstration resulted in higher recall in both groups. These results were discussed in terms of both Bandura's modeling theory and Bear & Sherman's generalized imitation theory.